Alexandria, VA 22314 + 703-472-4327
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How it Works:
The Three Phases
Two workshops, at the beginning  and the end:

First workshop: understand Design Thinking Tools and the outside-in/inside-out frameworks; practice ethnographic research techniques, which you will apply in real life interviews.


Final workshop: Use Design Thinking methodology to examine your findings from member inteviews, generate multiple options for solutions and convert the best idea into a physical prototype and plan a test launch in a specific market segment. 



At the heart of this program is a fieldwork experience in which you will put to practice the ethnographic interview techniques you acquired at the initial workshop to identify key needs, perspectives, daily contexts and value drivers of a small handful of members.  These interviews and observations can be condensed in a day or two, or they can be spread out over a couple of weeks. 


 At the end of the last workshop, your team presents the prototype to a “shark tank” group of “investors,” (such as potential customers. the CEO, board members, etc.) and incorporates their feedback. Together with the CEO (and, if applicable, other “investors”), you will refine the final product and extrapolate lessons learned that could be applied to the organization–e.g. its culture,  the way it does business and generates value. You will leave with a concrete action plan for testing the prototype in the market and integrating successful lessons learned in the organization, starting the next day.

Results you Can Expect

  1. Jump starting culture change and people development 
  2. Staff collaboration across functions and alignment with shared organizational goals
  3. New Design Thinking tools and collaborative processes for idea generation, problem-solving, product development etc.
  4. Ethnographic research methodology for drilling down to what truly matters to stakeholders and shifting from passive listening to empathy.
  5. Transferrable experiences of how to connect with and engage members/customers
  6. New models and processes for taking ideas to markets quickly and inexpensively through small-scale tests and prototypes.
  7. A concrete prototype of a solution to a member problem and an action plan that can go into effect the next day


The process is very flexible, and easily adaptable to your needs and objectives. Steps that might be included are listed below.

Relationship Mapping & Organizational self-Assessment


Understand and map your relationship and cultural landscape through self-assessment exercises and questionnaires

Internal Team Development


Assemble a cross-functional team and learn how to bring them together around shared purpose

One-Day Immersion Workshop


Develop new, shared framework. Learn about and practice ethnographic research tools and Design Thinking methodologies

Fieldwork (2-3 weeks of interviews and co-development with members)


 interview a sample of members//stakeholders;  A couple of 2-hour virtual, check-in meetings

Final Design Thinking Workshop & Prototype Development


Structured 'brainstorming' for rapid idea generation; physical prototype; plan for quickly converting what has been learned into action.